Case Study: Embedding Transparency in Flooring Industry Communications.

About Select First

Select First is a full-service marketing agency specialising in the flooring and interiors sector. With over 25 years of experience, the agency helps clients stand out across press and digital channels. Alongside delivering effective campaigns, Select First has made it a core part of its mission to advance transparency and responsible communication across the industry, particularly around sustainability claims.

Why Join The Anti-Greenwash Charter?

For Select First’s Founder, Tom Bourne, signing The Anti-Greenwash Charter was driven by frustration at the increasing number of unsubstantiated sustainability claims circulating in the sector.

“Sustainability has always been on the agenda, but it was becoming clear that many claims lacked evidence,” says Tom.

“Signing the Charter was about holding ourselves accountable, but also helping move the whole industry towards more honest, transparent communication.”

As a marketing agency, Select First often works within client guidelines, but Tom sees it as the agency’s role to challenge vague or misleading claims. Being part of the Charter provided both a framework and external credibility to support this approach.

Experience as a Signatory

The process of becoming a signatory proved valuable for Select First, particularly in formalising its Green Claims Policy.

“We already had a strong sense of what responsible communications looked like, but putting it down in black and white gave us a clearer, tighter framework to work within,” says Tom.

“It made us more disciplined, cutting out unnecessary claims and ensuring everything we say is clear, accurate and backed up.”

The Charter’s campaign review process was also eye-opening. It reinforced the importance of verifying client claims rather than taking them at face value, even when they’re provided in good faith.

“Having the Charter behind us gives us the confidence to challenge clients when needed — and it’s positioned us as trusted advisors, not just service providers.”

The Impact

Since joining the Charter, Select First has seen tangible benefits. Their status as a signatory has helped attract new business, with clients increasingly valuing agencies that take sustainability communications seriously.

“It’s sparked better conversations with clients and helped us stand out in pitches,” Tom notes.

“There’s real value in being able to show we’re proactive in tackling greenwashing and ensuring responsible messaging.”

More broadly, the Charter has strengthened Select First’s position as a credible voice within the flooring industry — particularly as sustainability and transparency climb the agenda for manufacturers and suppliers alike.

Looking Ahead

Tom and the Select First team are keen to keep driving change across the flooring industry, using their position within the Charter to advocate for higher standards of communication.

“Our goal isn’t just to win clients — it’s to shift industry norms and make responsible communications the expectation, not the exception,” says Tom.

Advice to Others

Tom’s message to other organisations considering the Charter is simple:

“Just do it. Being honest about what you’re doing well — and what you’re still working on — actually builds trust. And trust is the foundation of any good business relationship.”

Ready to Strengthen Your Commitment to Responsible Communications?

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now